‘Making Every Seat for Everyone’: Audience Development Research Report for New Independent Cinema FilmLab

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The British independent film industry has experienced a consistent decline in revenues over the past decades, resulting in heightened competition among independent cinemas. FilmLab, a newly established independent cinema affiliated with ArtsLab - a highly regarded arts organisation in Edinburgh – has commissioned this report in response to its client brief. The aim is to help FilmLab attract wider audiences using limited financial resources. We adopted audience development as the approach to address these concerns because of its two characteristics: first, its social objective of making the arts widely accessible, and second, its equal attention to the needs of existing and potential audiences. Existing research emphasises the significance of reducing barriers to participation in the audience development process. However, much of the previous work in this field has primarily focused on mainstream cinema attendance. As a result, the applicability of these findings for niche, less economically productive independent cinemas remains unclear. Therefore, this report mainly examines the barriers that prevent Edinburgh residents from independent cinemas and explores how FimLab can increase participation among different groups by creating more opportunities for participation. Through a questionnaire and eight follow-up interviews with Edinburgh residents, along with semi-structured interviews with five industry experts, we identified barriers and potential incentives in four crucial aspects: visibility, attractiveness, affordability, and sustainability. Meanwhile, we developed corresponding recommendations. We propose that independent cinemas could serve as open and accessible spaces for all audiences by reducing the common barriers to audience participation. The findings of this report may offer references for the identification of barriers to independent cinema attendance, while our strategies could inspire audience development strategies for independent cinemas.